Halal tourism and ChatGPT: an overview of current trends and future research directions

Purpose: The huge Muslim population has increased the demand for halal tourism products and destination factors in this niche tourism segment. Despite the growing body of research conducted regarding ChatGPT’s revolutionary impact on the tourism industry, the use of such an artificial intelligence (AI) tool in halal tourism needs more attention. This study aims to provide a comprehensive an overview of using ChatGPT in the tourism industry, specifically in halal tourism, and offer an agenda for further essential research questions exploration. Design/methodology/approach: Through the intensive examination of the tourism literature dealing with AI and halal tourism, this review identifies the implications related to the use of ChatGPT for Muslim travelers and future trends in halal tourism. Findings: This paper identified the possible utilization of ChatGPT in assisting Muslim travelers across various stages of their journey, encompassing pre-trip, staying and post-trip phases. Subsequently, this paper identified the opportunities and challenges associated with implementing ChatGPT in the context of halal tourism. Finally, the paper delves into potential avenues for future research. Practical implications: The findings serve as crucial implications, contributing to the theory of halal tourism development and the applications of ChatGPT in halal tourism. Originality/value: This paper provides essential foundational knowledge for upcoming research on halal tourism theory, ChatGPT and the development of halal tourism sector.